How Apple Reinvented its Failing Brand.
introduction
Apple is the richest, most valuable brand in the world, and its stock has soared almost 300% in the last 3 years. But in the fall of 2018, it was facing a crisis of flat sales, disillusioned investors, and lackluster products that lead to their stock crashing 35 percent.
Where did Apple go wrong, and more importantly, how did they turn themselves around? One of the key areas they’ve pivoted is in how they market and position their brand.
Apple’s subtle marketing strategy shift
In the mid-2010s, Apple developed their reputation for being a luxury brand that valued form over function, and this was evident in how they advertised their products. The main focus was on the products themselves, and how great they were.
The slogan for the iPhone XR in 2018 read: Brilliant. In every way.
The pitch to potential customers here is clear: buy our product because it’s the best.
The slogan for the 2021 iPhone 13 makes a small but radical change: Your new superpower.
Here, the use of the personal pronoun ‘your’ shifts the focus from the product to the potential customer. While it might feel minor, it completely reinvents Apple’s marketing strategy.
Don Miller, author of Building a StoryBrand.
In his book Building a Story Brand, Donald Miller posits that branding is telling a story and warns readers of the danger of making the product the hero of the story, the prospective customer should be the hero.
“Positioning the customer as the hero in the story is more than just good manners; it’s also good business. . . when giving a speech, position yourself as Yoda and your audience as Luke Skywalker.”
Key takeaway
In short, don’t sell your products, sell how your customer will succeed in their goals through using your product.
examples
